After the resignation of Ivor Warne-Smith, Melbourne narrowed their choice of a new coach down to the three - former South Melbourne captain/coach Paddy Scanlan, ex-Melbourne player and current Seconds coach Col Deane and Richmond's Checker Hughes.

When former Richmond secretary Percy Page joined the Fuschias he ensured Hughes, a premiership with the Tigers, was lured to the MCG. Hughes instantly set about making his mark on the struggling club, sacking 13 players. He also inadvertently gave the Redlegs their modern nickname, when during a fiery three-quarter time speech he implored his side to "lift your heads and play like demons!"

Before the season Page suggested that a lack of a partisan fanbase was one of the major disadvantages to the future success of the club. He suggested that the club would be able to grow their support in the Prahran area and the club opened a number of membership ticket outlets around that council area.

Despite a disappointing win total, and the absence of Francis Vine for most of the year due to injury, the newly crowned Demons somehow managed to only finish third last on the VFL ladder. At the end of the year a lack of height and weight was blamed, and the committee promised to rectify the situation by recruiting larger players.

The Seconds were a shining light in an otherwise disappointing year, won their third consecutive premiership until Bill Adams. The club was presented the Hartley Shield for their achievement.

Melbourne's recruiting zone consisted of the Lonsdale, Latrobe, Gipps and Albert Wards of the City of Melbourne, as well as the City of Prahran excepting the portion bounded by Punt Road, High Street, Kooyong Road, Dandenong Road and Wellington Street.